Game on: Louise Rathbone joins Football Australia as marketing head for Women’s Asian Cup

Louise Rathbone has joined Football Australia in a consulting role as general manager of marketing for the AFC Women’s Asian Cup 2026, taking the lead on brand, fan engagement and conversion-led ticketing strategy for one of the region’s biggest women’s sporting events.

The appointment follows her five-and-a-half-year stint as regional head of marketing at Cathay Pacific. She also currently serves as senior industry advisor to the Australian Centre for AI in Marketing (ACAM), a new thinktank focused on helping the marketing industry navigate the next era of AI transformation.

In a LinkedIn post, Rathbone described the tournament as a rare opportunity to shape a platform that connects culture, sport and community through elite women’s football.

“It’s a privilege to contribute to a tournament of this scale and significance, one that not only showcases elite football, but celebrates women’s sport, honours culture, empowers the next generation, and connects communities through the power of the game,” she wrote.

The tournament kicks off in March 2026 and will feature 27 matches over 21 days, with 12 top national teams competing across Sydney, Perth and the Gold Coast. It will be the first time Australia has hosted the Women’s Asian Cup since 2006, and follows the global success of the FIFA Women’s World Cup in 2023.

Rathbone joins Alexandra O’Neil, former head of brand marketing at Bastion ANZ, who took on the role of brand marketing manager for the tournament in April.